These amusing ads for Scholl 'Odour Attack' shoe deodorizer use upraised shoelaces to give the impression of a hair-raising reaction to a terribly smelly pair of shoes. I really like these ads, mainly because there is no copy needed to deliver a clear message of what their product will deliver.
The ads were created by advertising agency DDB New Zealand with creative direction by Toby Talbot, Damian Galvin, Carlos Savag, and Mike Davison.
Implications - Consumers are looking for unconventional products. No longer looking for the straight-forward designs, customers are seeking out ones that take on a more abstract feel. Companies attempting to increase their profit margin could focus on this when coming out with their newest designs for the market.
Malodorous Ad Campaigns
Scholl 'Odour Attack' Uses Shoelaces to Convey Hair-Raising Smells
Trend Themes
1. Abstract-design Products - Companies can capitalize on the trend of consumers seeking out unconventional, abstract designs for their products to increase profit margins.
2. Visual Messaging - Utilizing visually impactful ads like Scholl's 'Odour Attack' campaign can effectively deliver clear messages without relying on extensive copy.
3. Unconventional Advertising Techniques - Brands can explore unconventional advertising techniques, such as using props like upraised shoelaces, to create memorable and amusing campaigns that engage consumers.
Industry Implications
1. Footwear - Footwear industry players can leverage abstract designs and unique advertising techniques to differentiate their products in a highly competitive market.
2. Consumer Goods - In the consumer goods industry, businesses can adopt visual messaging strategies to effectively communicate product features and benefits to consumers.
3. Advertising Agencies - Advertising agencies can explore unconventional and visually impactful techniques to create memorable campaigns that resonate with consumers and drive brand awareness.